A tailor-made format designed and created by Adverteam to discover, through an original story, the industrial and cultural heritage kept in the museums and archives of Italian enterprises. The input came during the pandemic by Assolombarda and Museimpresa, to make available to the wider public places where the past and the future meet, and where tradition turns its gaze to the challenges of tomorrow. A digital branded content project that led Italians to discover hidden treasures through the lens of Simone Bramante, aka Brahmino, the first Italian photographer on Instagram. “In the timespan of a story” is a real guide, made up of over 90 minutes of video pills and more than 190 author shots, to engage followers in a “participatory culture” project: a digital visual experience able to go beyond the concept of physical destination. Disseminated on the “What Italy Is” platform, the contents recorded an average engagement of 43%, proving the format’s ability to engage and bring younger people closer to the world of enterprise.